The curriculum includes: multi-disciplinary research incorporating psychology, anthropology, and sociology of the imaginary; brand identity studies through innovation, business design and brand construction; brand strategy with trend spotting, marketing, placement, competition and uniqueness; brand management, looking at merchandising, distribution and legal affairs; fashion communications; digital media; and the organisation and curation of shows and events.
The course also includes: a visit to the Gucci Garden or Ferragamo Museum; an international guest lecture by a fashion industry expert; a personal project; and an individual interview with a senior teacher from the course to assess your potential and further opportunities to continue in this field of study.
Participation in this course is an excellent initial stage of preparation in the fashion business; a course of study that may continue with the 4-year undergraduate program in Business of Fashion or the 9-month master program in Fashion Brand Management.
he primary focus of luxury brand management is to continue creating memorable experiences. Various organizations are in search of graduates that possess innovation and creativity along with the skills in media, product design, brand experience, and service development.
Experts in luxury brand management are aware of the product placement, and they know the role they have in the market. They also analyze the brand’s relationship with the customer. Tasks of a manager of a luxury brand also include attracting and retaining consumers and improving the organizational and practical management of the brand. Students end up becoming experts in making critical decisions revolving around brand repositioning and extension. They also learn how they can detect weaker products in a particular collection.
Analyzing the target audience and marketing, coupled with research on the way luxury brands interpret their brand positioning; result in a firm basis for the development of a brand strategy.
It’s common knowledge that the use of social media has revolutionized communication and through this type of degree, students learn how to balance corporate brand image while enabling the participants to create a network through media platforms.
Since the luxury industry itself has undergone tremendous changes in recent years, luxury management has gained quite a bit of popularity. New and emerging brands are looking for people that can employ promotional innovative marketing campaigns that can compete with the campaigns of established brands. Major brands are also exploring and treading new markets that are beyond their traditional domains. Meanwhile, more people are taking a keen interest in branded luxury products.
Luxury isn’t only about consumption of a brand; it’s the excellence, story, and the heritage of the brand as well. Companies, by providing intangible values and deeper meanings to their audience have been able to add more to their services and products. The industry has often been linked with the desire of expressing a person’s status. Previously, it had been associated with physical goods; however, today it’s more about unique experiences.
Just until a few years ago, luxury brand management was such a sector that didn’t exist at all, at least not so apparently. However, today, there are exciting career opportunities for those holding a degree in this field. The best way to describe such management is by defining it as such an interdisciplinary subject which makes use of time-tested management practices to organizations and businesses offering premium services.
The most common job that people with a degree in luxury brand management take is that of a luxury manager. He or she is responsible for conducting market research for all the target products, while also overseeing and organizing advertising campaigns.
Other jobs that people can take with a degree in luxury brand management include:
– product managers
– branding and marketing consultants
– marketing managers
– communication and PR managers
You may ask yourself “why study luxury brand management?”. To put it simply, it teaches the business and marketing skills needed in managing such brands along with the much-needed professionalism and soft managerial skills. Thus, with the said degree, you’ll have the skills as well as the knowledge and the versatility needed to excel in the world of leisure, hospitality, and luxury.
Luxury brand management focuses on creating unique and unforgettable experiences and delivering exceptional personal service. Luxury is not only limited to cars and hotels, but also includes spas, cruises, wine, food, and even palaces.
Luxury brand management is mostly offered as a Master’s degree and in some cases, as a specialization course. It’s primarily about managing the perfect balance between business and creativity for luxury brands. It’s about how the purpose and the offer of the brand can fit in a broader cultural, sociological, and demographic landscape. Such an education teaches how branding involves emotions, logic, art, and science altogether.
Students get to practice the method of recognizing social patterns and individual behaviors. They also get to uncover the powerful insights about how to support companies in developing strong emotional connections and meaningful values via memorable and engaging experiences.
With this education, students have the chance to work closely with exclusive luxury brands and create an exceptional customer experience. Having an understanding of this discipline serves as a foundation for a career in the industry and beyond that too.
If you have a strong background in business management along with functional experience in management practices, then success as a luxury brand manager should come easily to you. Luxury brand management involves quite a bit of customer interactions. Thus people that excel at networking particularly with customers and corporate clients and those that can work well with key decision makers can quickly make a name for themselves in the industry.